Cutting through the crap
Interesting analysis here regarding the success of the toilet paper brand, Who Gives a Crap.
According to the author, Who Gives a Crap has become a badge brand by making the use of toilet paper a form of public consumption – which, in turn, has made Who Gives a Crap a badge brand. No, it’s not like Rolex or Mercedes in that people aren’t literally watching you use the product. But what makes it a badge brand is the fun, fabulous, individually wrapped rolls.
They come in all colors and designs and many people make them a part of their bathroom décor. Furthermore, Who Gives a Crap is made from 100% recycled paper and the company donates 50% of its profits to global efforts to provide clean water and sanitation.
So, you’re signaling two things when you display their toilet paper: 1) You care about the environment, and 2) You are fun person with an appreciation for color and design.
Who Gives a Crap claims, “People…look at the brand’s values to ensure they align with their own before purchasing.” As I have written before, I think that’s partly, perhaps mostly….umm…crap. It seems like almost every brand in the world is making some claim about its commitment to sustainability. How can even the most well-intentioned consumer evaluate which brands’ values best align with their own? Grocery shopping would be a full-time job if we tried to do that.
However, Who Gives a Crap has cut through that jungle of competing sustainability claims in three ways.
First, sustainability claims are not an add-on. They are core to the brand’s identity.
Second, their product is a signaling device that projects consumers’ identity
And third, Who Gives a Crap isn’t moralistic or preachy about its values – instead it is playful, fun, and inviting, despite being in what some might consider a tired commodity category.